Restorative cancer resource center servicescapes

1. 服務作業管理 Restorative cancer resource center servicescapes 授課老師：胡凱傑 老師 報告者： 曾明淨

2. Agenda • 一、研究背景與動機 • 二、研究目的 • 三、研究架構 • 四、文獻回顧 • 五、結論

3. 一、研究背景與動機 • Gronroos(1997) argues that the marketing mix fails toaccurately incorporate the needs and desires of an organization’s customers. • places are more than mere inter-spaces of exchange.

4. 一、研究背景與動機 • Some consumers actively patronize commercial establishments, such as thirdplaces • To fulfill not only their consumption needs, but also their companionship andemotional support needs (Cheang, 2002; Rosenbaum et al., 2007) Oldenburg (1999, p. 16) defines third places as “public places that host the regular, voluntary, informal and happily anticipated gatherings of individuals beyond the realms of home and work.” Local diners, bars, gyms, arcades, and coffee shops

5. 一、研究背景與動機 • Research showsthat customers may respond to more than a third place’s physical stimuli; that is, theymay also respond to other stimuli present in the place, such as social and natural stimuli. physical stimuli Bitner, 1992; Sheery, 1997 social stimuli Baker et al., 2002 natural stimuli Less explored

6. 一、研究背景與動機 • Natural stimuli, such as parks andrecreational areas, foster restorative environments. • Researchers are beginning to link commercial (Rosenbaum et al., 2009) and not-for-profit (e.g. cancer resource centers; Glover and Parry, 2009) third places with their ability to improve human health.

7. 二、研究目的 • Develop a conceptual model that highlights howhealth-oriented service establishments that possess third-place qualities can cultivate“restorative servicescapes” why they affect consumer behavior and health. • Synthesizes various streams of literature from services marketing, natural psychology, and cancer and medical research.

8. 三、理論架構

9. 四、文獻回顧 • Social scientists have maintained that third places benefit their patrons’ lives,as well as public health. • People may simply relish placeswhere they can easily form supportive relationships with other people in their time ofneed, outside their residential homes and work places. 4.1Cancer resource centers as third places

10. 四、文獻回顧 • Prior research has identified social support as a factor that helps people adjust tocancer (Carmack-Taylor et al., 2007; Guidry et al., 1997; Mayo Clinic Staff, 2010) andhas also found that cancer patients tend to prefer support from others who have livedwith cancer(Davis et al., 2005). • Social supportive resources may reduce their relative mortality risk by 12-25 percent(Pinquart and Duberstein, 2010). 4.1Cancer resource centers as third places

11. 四、文獻回顧 • Research reveals that third-place customers may receive three important types of socialsupport to human health – namely, emotional support, companionship, andinstrumental support(Rosenbaum et al., 2007). • Oncology researchers reveal that cancer patients often crave an escape from locales associated with their disease, including hospitals, medical centers, and even their homes. 4.2Cancer resource centers as home

12. 四、文獻回顧 • Cancer patients often respond positively to non-medical treatments, such as art, massage, music, and spiritual and group therapy(Arman et al.,2008). • It represents a homelike alternative space in which people have access to social support from others “who are in the same boat”. 4.2Cancer resource centers as home

13. 四、文獻回顧 • Bitner (1992) 、Zeithaml et al( 2005) P1. Cancer resource center members will perceive the center’s physicalservicescape holistically, as a composite of three environmental stimuli,including (a) ambient conditions; (b) space/function, and (c) signs, symbols,and artifacts. • 4.3cancer center’s three-dimensional servicescape Physical dimension

14. 四、文獻回顧 • Social stimuli, referring to human stimuli, such as employees and customers, may influence people’s internal responses and Behaviors (Baron et al., 1996; Jones, 1995;Langeard et al., 1981; Tombs and McColl-Kennedy, 2003). • Third-placecustomers often respond to immaterial emotional contagions (Hennig-Thurau et al., 2006). • Emotional contagion refers to the tendency to grasp andfeel the displayed emotions of others who prevail in a locale. • 4.3cancer center’s three-dimensional servicescape Social dimension

15. 四、文獻回顧 P2. Cancer resource center members will perceive the center’s social servicescape holistically, as a composite of environmental stimuli, including (a) the center’s employees, (b) other members, and (c) the prevailing emotional contagion. • 4.3cancer center’s three-dimensional servicescape Social dimension

16. 四、文獻回顧 • 4.3cancer center’s three-dimensional servicescape Natural dimension • Fatigue can cause a person to experience stress, depression, lower mental competence, irritability, difficulties with focusing and planning, and increased risk foraccidents (Van den Berg et al., 2007). • They often report difficulties in coping with and maintaining interpersonal relationships and limitations when returning to former activities (Cimprich and Ronis, 2001).

17. 四、文獻回顧 • The negative symptoms associated with directed attention fatigue can beremedied whenpeople spend time in naturalsettings, such as parks, beach areas, gardens, and even grassy areas(Hartig et al.,2003). • 4.3cancer center’s three-dimensional servicescape Natural dimension • Attention restoration theory (Berto,2005; Kaplan, 1995; Kaplan and Kaplan, 1989).

18. 四、文獻回顧 • The first stimulus, being away, gives people a break from commonplace activities and helps them feel as if they are escaping to a different place. • The second stimulus, fascination, refers to a setting’s ability to hold a person’s attention effortlessly. • The third stimulus, compatibility ,provides people with a sense of belonging or even attachment and, in turn, offers enjoyment (Han, 2007; Kaplan, 1995, 2001) . • 4.3cancer center’s three-dimensional servicescape Natural dimension

19. 四、文獻回顧 P3. Cancer resource center members will perceive a center’s restorativeservicescape holistically, as a composite of three environmental stimuli thatlead them to sense (a) feelings of being away, (b) fascination, and (c)compatibility. • 4.3cancer center’s three-dimensional servicescape Natural dimension

20. 四、文獻回顧 • Home away from home (Glover and Parry, 2009, p. 100). • Seek refuge away from their home life and a hospital. • Talk their“cancer friends” freely about cancer without feeling guilty about placing additional burdens and stress on family, friends, and co-workers. • 4.4Cancer center servicescapes and internal responses P4. Perceptions of the cancer center’s physical and restorative servicescapes lead to members categorizing the center as (a) a home and (b) a gathering place.

21. 四、文獻回顧 • Members describe that after participating in center activities, or therapeuticlandscapes (English et al., 2008), such as a healing massage or art therapy, their overallmood improves and they are temporarily free from symptoms associated withdepression. • 4.4Cancer center servicescapes and internal responses • P5. Perceptions of the cancer center’s physical and restorative servicescapesevoke emotional responses among its members that (a) improve their moodand (b) lessen their feelings of depression.

22. 四、文獻回顧 • Cancer patients can escape feelings associated with socialisolation and enter a welcoming environment that supports emotional healing andrestoration (Glover and Parry, 2009). • By spending time in restorative natural environments after surgery, cancer patients report a higher quality of life (Cimprich,1992) . • 4.4Cancer center servicescapes and internal responses • P6. Perceptions of the cancer center’s physical and restorative servicescapes evoke physiological responses among its members that improve their subjective sense of (a) physical health and (b) quality of life.

23. 四、文獻回顧 • Bitner (1992) speculates that positive internalresponses to an organizational servicescape promote customer approach behaviorwhile negative responses promote avoidance. • 4.5Cancer center servicescapes and members’ behaviors • P7. Perceptions of the cancer center’s physical and restorative servicescapesevoke positive, internal responses among its members that promote (a) centerpatronage, (b) participation in center activities, (c) social interaction with othercenter members, and (d) social interaction with center employees (includingvolunteers).

24. 四、文獻回顧 • It is the ability of these locales to help remedy symptoms associated with fatigue. • LW has designed an array of support,fitness/exercise/nutritional, educational, and various special events and activities to help its members assuage the harmful effects of fatigue on their health and well-being. • 4.6Remedying fatigue as mediation

25. 四、文獻回顧 • 4.6Remedying fatigue as mediation • P8. Relief from mental fatigue symptoms, such as lower cognitive functioning, bodily fatigue, reduced energy, and lower productivity, mediates a cancer center member’s perception of a restorative servicescape and center patronage; participation in center activities, classes, and presentations; and social interaction with the cancer center’s other members and employees.

26. 五、結論 • Develop a conceptual model that highlights howhealth-oriented service establishments that possess third-place qualities can cultivate“restorative servicescapes” why they affect consumer behavior and health. • Doctors have begun to acknowledge that psychosocial support is asequally important as medical treatment for people living with cancer.

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